Facebook is a social media giant for those interested in marketing their brand and products online. It’s undeniably the top platform if you want to reach a wide array of users. Wondering how to use Facebook Live to grow your business? Read on to find out more.
How to Use Facebook Live to Boost Your Marketing
One of the great things about Facebook is the range of formats it supports. For example, Instagram is constrained with images and short video clips, while YouTube has always focused on videos. Facebook is a jack-of-all-trades, supporting text posts, images, videos, and more recently—the Facebook Live feature.
Facebook Live for Business
Live videos have revolutionized the way businesses interact with potential customers. Before Facebook Live and other live streaming tools, the only way to engage was to pre-record videos. This was a slow and clunky process—causing too much audience engagement loss. Live streaming used to be available only to major media groups who had an ample amount of resources necessary to create it.
However, Facebook Live has democratized the process. With a few easy steps, anyone could stream whatever he or she was doing live. All you need is a mobile device with a camera, a strong internet connection, and a Facebook account.
The great thing about Facebook Live is it didn’t stop at merely allowing users to stream videos. Further, it let users engage with the streamer in real-time. This means that anyone watching the video can react to your post and even leave comments.
These attributes have paved the way for many businesses. If done correctly, Facebook Live is a great tool to enhance your marketing and improve your user engagement.
All About Facebook Live
Before we dive into the nitty-gritty of how to use Facebook Live for your marketing campaign, it’s important to know what this feature exactly is. Although many users are familiar with the “live” button on their feed, it can be daunting if you’re unsure what it does or how to use it.
Facebook Live has been around for a few years now. Since its introduction in 2016, it has made many improvements and user benefits. Users usually go live by clicking the “go live” button on their feed. After setting up, videos are automatically captured and streamed. Since it’s live, there’s no chance to edit the content while it’s being streamed. This means that the video output is mostly raw and will capture possible mistakes. There’s no take two—unless you end the stream and start again.
Now, this might seem like an unpleasant prospect, but it can actually be good for your brand. You see, consumers these days don’t view advertisements the way they used to. Traditional advertisements often feature picture-perfect and aspirational lifestyles or images. However, the new generation has been bucking against this tread, preferring authenticity and rawness over perfection.
Facebook Live and User Engagement
Facebook allows user engagements in various ways. One of the most common is by sending reactions. Facebook’s “like” button has been with it since its inception, but the platform has expanded to more reactions. Users can send a laughing, angry, sad, or heart reaction to a post or live stream. A “care” reaction was also introduced during the quarantine, which features an emoji hugging a heart.
The cool thing about Facebook Live is user engagement and reactions appear in your stream as you go along. For example, hearts will show up all over the screen if another user reacts “love” to your stream. Comments are also shown in a transparent feed on the bottom of your video screen.
All these features are incredibly valuable for a marketer. That’s audience engagement right there—which is what you want. Remember, the measure of a good Facebook Live video is not the number of views but the number of engagements.
What Makes Facebook Live Good For Business?
Facebook Live has incredible potential to improve your marketing if you know how to use it properly. The problem with many marketers is that they’re unaware of this potential or vastly underestimating it. Don’t worry; we’re here to help you understand why this social feature is good for your marketing campaign and how to get more views on Facebook Live.
Yes, that’s right—Facebook Live is completely free. You don’t need to spend a dime to go live. Contrast this with traditional methods of advertising on Facebook, which requires you to pay. Facebook’s marketing campaigns are usually on a cost per click or cost per impression basis, but this doesn’t apply to Facebook Live. Hence, you can make the most of this amazing tool without feeling guilty about the costs.
Sends Automatic Prompts
Another good thing with Facebook Live is that users can get notified about your live videos. Contrast this with usual ads or posts, which may go unnoticed. Users can be notified whenever you go live, boosting your chance of getting more engagements.
Has a Longer Life Shelf
Facebook Live videos can live long after they’ve been streamed. At the end of every live video, a user can choose to save and share it, allowing potential customers to access it long after it ends. This is a clear advantage for marketers—giving potential customers access to live videos and enticing them to your brand or product.
Offers Valuable Insights
Facebook Live offers an engagement insight, which isn’t always available for your other posts. For example, Facebook upfront tells you about how many viewers are currently watching your video in real-time. At the end of your live stream, Facebook will also inform you of your video’s total viewers. All engagements are recorded, along with impressions. Again, a range of services and choices for a free marketing platform!
Are there pitfalls to Facebook Live?
Sure there are. For example, there’s a live video limit of four hours. That’s for a single stream, meaning you can stream again and get another fresh four-hour allocation. Marketers should also remember that just because it’s a live video, doesn’t mean you’ll get engagements right away.
For example, if people are unaware of your live video, there’s a chance you’ll get little to no viewers at all. Like any marketing endeavor, you can upgrade to a paid post so you’ll get more viewers and engagements.
Tips for Making Your Facebook Live Videos Successful in 2020
There are many things you can do to make your Facebook Live videos successful. You may ask, “how do I grow my live audience on Facebook?” We’ve compiled several useful tips that apply to small and big businesses.
Get the Word Out
One of the surest ways to acquire a big audience is to get the word out about your live video. By this, we don’t mean to tell them about your plan an hour or so in advance. That’s not how it works. You’ve got to build up hype and excitement for your live video.
For example, you can stretch out the hype for a few days. Post about your upcoming live video and invite people to watch it. Tease them what they should expect and why they should be excited about it—the more people who know about your live video, the more chances of viewers.
Schedule Your Live Stream
Another good idea is to schedule your live events regularly so people will learn when to expect them. For example, you can set a regular live video for the weekend, when more people are online. Eventually, other users will fall into the pattern of watching your live events and look forward to them.
Know Your Audience
An advertiser may ask, “how do I promote my Facebook Live stream to a targeted audience?” One pitfall about live videos is you can’t customize your audience. Your viewers come in randomly. Unlike in sponsored ads where you can control the audience you want, such is not true for live videos. However, this doesn’t mean that Facebook Live is an ineffective marketing platform.
We suggest knowing your audience before going live. You can do this by reviewing your Facebook page analytics, particularly your audience demographics. Look at their location, gender, age, interests, and active time. These factors will help you fine-tune your live video experience for your fans. Always remember that in a marketing scheme, you should adjust to your audience, instead of the audience adjusting to the ad.
Use the Appropriate Equipment
As mentioned previously, Facebook Live doesn’t support video editing since most of your content is raw. But this doesn’t mean poor quality videos are fine. Most marketers would ask, “how do I make my Facebook Live video better?” There are several tips you can use to deliver high-quality videos to your audience.
First, make sure your camera works fine. Try to have a decent camera that supports a high-quality resolution. People don’t usually respond to low-quality ads, which could hinder your brand’s success.
Next, ensure that the audio is good. You’ll lose viewers when your video’s sound isn’t audible. Remember, there’s always the next video waiting to steal your viewers from right under your nose.
Moreover, you can use apps to improve your live video quality. For example, utilize apps that allow you to place logos or trademarks on your video while it’s being streamed. You can also provide captioning, so your fans can follow your videos easily.
Get Brand Sponsorship
Remember when we mentioned that Facebook Live is free? Well, here’s more good news. You can actually earn money from it! A surefire way to do this is to get brand sponsorship. Your video content will still be up to you, with some input from the brand. Basically, if your engagement level is high enough, brands will be interested in working with you to promote their products.
Brand sponsorship can also go both ways. For example, you can be an independent brand collaborating with another business, and you can feature each other in your videos!
Facebook Live is an underrated yet handy tool to strengthen your marketing. We hope that this guide has helped you get a firm idea of how to boost your Facebook Live video and achieve positive gains. In time, you’ll surely have a growing marketing campaign on your hands. Use Facebook Live in conjunction with other advertising methods for ultimate business success.
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